Groomed for Growth

Purveyor of men’s grooming products Layrite came to us at a point where they felt their brand was poised to expand. They were looking for help crystallizing their digital strategy, execution and creative. As soon as we learned about the company’s origins, culture and products, we knew the folks at Layrite were absolutely correct — the company had the potential for serious growth. And we were convinced we could help them unlock it.

Layrite’s founder, Donnie Hawley, had originally set out to keep old-school barbering alive, while improving on old-fashioned pomades and styling products along the way. Within a few years, he’d sparked a renaissance in classic men’s grooming, a movement that spread far beyond Donnie’s original barbershop in Orange County, California. A whole new generation of barbers emerged. Despite their youth, these guys were, at heart, genuine craftsmen, steeped in tradition. Yet they had a definite edge to them.

We realized we were on to something. That unmistakable edge which Donnie and his Band of Barbers had reminded us of the traditional straight razors they favored — you wouldn’t mess around with a Layrite man, any more than you would with a straight razor. They mean business.

And just like that, it all became clear: Layrite is the brand for men with purpose. Men who are dead serious about being good at something. No matter what that endeavor might be, whether it’s grooming or building a business, what matters to the Layrite man is that he do it right.

Fortunately, our Layrite clients are the best kind: those who know an insight when they see one. They recognized that the brand position we’d identified would allow Layrite to expand its audience exponentially and experience the growth in popularity that it deserved. Layrite could stay true to its roots but begin to reach all sorts of men of purpose, not just those who embraced old-school cuts, tattoos and retro styles.

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